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Marks & Spencer has thrown down the gauntlet and pledged to have the first collectors’ item bearing the name of the new royal prince for sale in its stores.

Its engravers are standing by to etch the name on to 1,500 specially designed biscuit tins which will be in the shops within 24 hours of an official announcement. The first four tins, which contain Scottish shortbread, will be sent to the new parents, the Queen, the Prince of Wales and the Middletons.

Other food retailers have also been quick to get in on the act. Tesco has discounted its Moet